From the end of World War II and the creation of the mass market, brand experts and PR companies have pioneered the concept of brand awareness.
Thus, given no cultural alternative,
entrepreneurs have invested an endless amount of resources to get their name out there.
There is a tangible problem, though...
As described in detail in my book Sabotage & Subversion: The 10 Principles of Business Guerrilla, brand awareness follows a conceptual and therefore practical misunderstanding.
Given an analysis of any single category of products, a trend emerges:
people buy the leader in the category,
This leads us toward a reasonable conclusion:
If I am neither the leader in the category nor the opponent to the leader (Coca-Cola vs. Pepsi, Red Bull vs. Monster, Apple vs. Samsung…), it’s more than logical to consider myself a commodity trapped in the lower price circle.
What’s the purpose of brand awareness?
The purpose of brand awareness is to get my name out there.
But what if I am not the leader, the opponent to the leader, or the cheapest version of product in my own category?
This is exactly where the pain starts.
Let’s make it pragmatic.
At this point two tangible problems appear:
I am investing my budget to promote a category I do not fully represent, money that will be a free return on investment in the accounts of my fierce competition.
What’s brand awareness about, after all?
Brand awareness is about getting my name out there.
Which is completely different than brand positioning:
getting my name out there to let them know why they MUST buy from me,
Is brand awareness as bad as it gets?
I don’t think so.
But on the premise of a wrong brand positioning, it’s suicide.
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Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
How to turn your content into a PR advocate
Why you should write a book from a PR perspective
How to use PR to disqualify your competition
How to get media coverage by giving the media what they want
Brand Positioning. Broadcast PR. Brand domination.